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NC Biotechnology Center Online Storytelling

Results: 
  • Empowered client through training to tell the compelling story of biotechnology in NC through videography.
  • Center received increased funding from the state in 2010, in a year when most government-supported organizations were hoping for, at best, only small cuts.

Online Storytelling Meets Capacity Building

The NC Biotechnology Center has been working tirelessly to communicate the complex nature of their work to a series of diverse stakeholders, who often find biotechnology too complex or abstract. hesketh.com worked with the Center to develop a multimedia campaign that highlighted the real people and experiences behind biotechnology.

At the same time, we trained and mentored the Center staff in online storytelling and videography — teaching them to "fish" so that they can create ongoing, proactive storytelling campaigns and respond in a more nimble communcations environment.

Key project goals

  • Tell the Center's story in a compelling new way to affect policy & create more jobs.
  • Increase public understanding of the Center's success and impact on the state.
  • Empower Corporate Communications team to become skilled online storytellers.
Challenges: 
  • The Biotech Center needs to clarify its purpose & identity both for internal and external stakeholders.
  • Center’s goal is to increase public understanding of its work & clarify its role in job creation and economic development. Of particular importance is a legislative audience.
  • Center’s leadership wants to develop new ways to tell the Center’s story that resonate with a variety of audiences.
  • Internal Corporate Communications team is well versed in traditional media, but not as confident in web-based media.
Solution: 

microsite screen shot

  • Created a campaign strategy for raising public awareness of the economic impact of the sector in NC. The campaign allowed the people of NC to tell the story of biotechnology's impact through video & interactive components.
  • Trained and coached Center staff to create the content for the online campaign. Workshops included Writing for the Web, Online Storytelling, and Online Videography.
  • Center received increased funding from the state in 2010.